Kit Kat supports Big Break with online and iTV game

by Emily Booth,, Revolution Online 19-Mar-03, 15:00

LONDON - Kit Kat has launched an interactive TV and online brand-building game to support its new 'salmon' commercial that encourages people to have a break.

'X Stream Salmon' is a multi-level game created purely to build brand awareness, using humour to underline the importance of having a break. The Kit Kat brand is embedded into the game via a Kit Kat powerbar, the control bar for the game.

The iTV version will run on Sky Digital. Viewers access the game directly from the current KitKat "salmon" commercial on Sky channels by pressing the red button on their remote control. Players can also find the game via banners in Sky Active and Sky Gamestar.

The online version of the game will be available on websites for Kit Kat and The Sun.

Mike Chick, head of strategy for interactive creative agency Phosphorus, which was responsible for the creative and production of both the iTV and internet games, said: "'X Stream Salmon' uses the interactive environment to the full. It ensures that the viewer becomes fully involved with the Kit Kat brand, both physically and emotionally. This makes the game an exceptionally powerful application for marketing, in contrast with uses of the medium where people are still merely onlookers."

Technical build for the iTV game was by Sky Interactive, and for the internet by Digital Outlook.

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